Deck 13: Cross-Cultural Consumer Behavior: An International Perspective

Question 1

Which of the following is a collectivist country?

A) United States
B) United Kingdom
C) Mexico
D) Australia
E) Canada

Answer 1

C

Question 2

A(n)________ is manufactured, packaged, and positioned the same way regardless of the country in which it is sold.

A) local brand
B) world brand
C) hybrid brand
D) customized brand
E) intra-cultural brand

Answer 2

B

Question 3

A(n)________ marketing strategy stresses the similarities among consumers worldwide and sells the same product using the same positioning approach and communications globally.

A) diverse
B) international
C) global
D) comprehensive
E) localized

Answer 3

C

Question 4

A(n)________ marketing strategy stresses the diversity among consumers in different nations.

A) diverse
B) international
C) global
D) comprehensive
E) local

Question 5

Which of the following is NOT a characteristic of collectivists relative to individualists?

A) They attach more importance to explicit and implicit promises and third parties.
B) They rely more on word of mouth.
C) They prefer trusted, familiar sources when forming expectations.
D) They attribute less responsibility to themselves for good and bad outcomes to buying decisions.
E) They are more responsive to social influence.

Question 6

Patek Phillippe watches are manufactured, packaged, and positioned in exactly the same way regardless of the country in which they are sold, making Patek Phillippe a(n)________.

A) local brand
B) hybrid brand
C) world brand
D) customized brand
E) intra-cultural brand

Question 7

A company that includes a blend of standardized and local elements in order to secure the benefits of their different marketing strategies is using a(n)________ marketing strategy.

A) confused
B) global
C) multinational
D) hybrid
E) intranational

Question 8

Cross-cultural studies should address willingness to buy foreign-made products, which is also known as ________.

A) acculturation
B) ethnic self-identification
C) national self-identification
D) ethnocentrism
E) consumption culture

Question 9

The income, social class, age, and sex of target customers may differ dramatically between two different countries. This is an example of which of the following basic research issues in cross-cultural analysis?

A) differences in language and meaning
B) differences in marketing segmentation opportunities
C) differences in consumption patterns
D) differences in perceived benefits of products and services
E) differences in economic and social conditions and family structure

Question 10

Which of the following is NOT a factor in cross-cultural analysis?

A) differences in language and meaning
B) differences in market segmentation opportunities
C) differences in consumption patterns
D) differences in the perceived benefits of products and services
E) All of the above are factors in cross-cultural analysis.

Question 11

The availability of professional consumer researchers can vary considerably from country to country. This is an example of which of the following basic research issues in cross-cultural analysis?

A) differences in language and meaning
B) differences in marketing research possibilities
C) differences in consumption patterns
D) differences in perceived benefits of products and services
E) differences in economic and social conditions and family structure

Question 12

________ is defined as determining the extent to which consumers of two or more nations are similar or different.

A) Psychological analysis
B) Social analysis
C) Comparison analysis
D) Subculture analysis
E) Cross-cultural analysis

Question 13

A study that investigated the interrelationship between consumers' attitudes toward local and global products identified all of the following relevant dimensions for measuring attitudes EXCEPT ________.

A) entertainment
B) furnishings
C) acculturation
D) food
E) lifestyles

Question 14

Two nations may use or consume the same product in very different ways or for different purposes. This is an example of which of the following basic research issues in cross-cultural analysis?

A) differences in language and meaning
B) differences in marketing research possibilities
C) differences in consumption patterns
D) differences in perceived benefits of products and services
E) differences in economic and social conditions and family structure

Question 15

In some cultures, the female head of household is the primary decision maker when it comes to purchases for the family. In others, it is the male head of household. This is an example of which of the following basic research issues in cross-cultural analysis?

A) differences in language and meaning
B) differences in marketing research possibilities
C) differences in consumption patterns
D) differences in perceived benefits of products and services
E) differences in economic and social conditions and family structure

Question 16

When characterizing "consumer style," or how a consumer approaches the purchase and consumption experience, German consumers were more ________ and less ________ than their counterparts from the United States, the United Kingdom and France.

A) price sensitive; brand-loyal
B) brand-loyal; price sensitive
C) likely to seek variety; likely to seek information
D) brand-loyal; likely to seek variety
E) likely to seek variety; brand-loyal

Question 17

When is a relatively similar marketing strategy most viable across nations?

A) when the nations differ widely
B) when the nations have different beliefs
C) when the nations have different values
D) when the nations are similar
E) when the nations have different customs

Question 18

The objective of understanding cross-cultural differences is to ________.

A) develop effective targeted marketing strategies to use in each foreign market of interest
B) be informed as good citizens
C) fulfill a societal marketing aspect
D) be considered a global company
E) fulfill their social responsibilities

Question 19

The personal cultural orientation that questions whether the consumer avoids talking to strangers and prefers a routine is ________.

A) Risk Aversion
B) Interdependence
C) Power
D) Social Inequality
E) Masculinity

Question 20

American consumers who preferentially select products made in the USA demonstrate high ________.

A) cultural homogeneity
B) national heritage
C) belief structure
D) international view
E) consumer ethnocentrism

Question 21

The personal cultural orientation that questions whether the well-being of group members is important for the individual and whether the individual feels good when s/he cooperates with group members is ________.

A) Risk Aversion
B) Interdependence
C) Power
D) Social Inequality
E) Masculinity

Question 22

The study that identified intra-country segments with respect to how a country's citizens view global brands characterized ________ as the individuals who view global brands as quality products and are not particularly concerned about the social responsibility issue.

A) Global Citizens
B) Global Dreamers
C) Antiglobals
D) Global Agnostics
E) Global Zealots

Question 23

________ is the process by which marketers learn, via cross-cultural analysis, about the values, beliefs, and customs of other cultures and apply this knowledge to marketing products internationally.

A) Collectivism
B) Individualism
C) Interdependence
D) Enculturation
E) Acculturation

Question 24

One study of American and Thai consumers discovered that the persuasive ability of comparative ads was related to two personality traits: ________ and need for cognition.

A) self-construal
B) interdependence
C) submissiveness
D) dogmatism
E) stability

Question 25

One of the challenges associated with conducting consumer research studies in other countries is ________.

A) it is illegal to stop people on the streets in some countries
B) gatherings of four or more people (with the exception of family and religious gatherings) are outlawed in some countries
C) surveys that ask personal questions arouse suspicion in some countries
D) scales of measurement are not adequate in some countries
E) all of the above

Question 26

What is the most important advertising component that will blend with the local culture?

A) language
B) localizing product attributes
C) use of local models
D) using local music
E) using local advertising settings

Question 27

________ refers to the fact that consumers believe the more people who purchase a brand, the higher the brand's quality and that consumers believe global brands develop new products and technologies faster than local brands.

A) Quality signal
B) Country of origin
C) Global myth
D) Glocal branding
E) Social responsibility

Question 28

The study that identified intra-country segments with respect to how a country's citizens view global brands characterized ________ as the individuals who evaluate global brands the same way they evaluate local brands.

A) Global Citizens
B) Global Dreamers
C) Antiglobals
D) Global Agnostics
E) Global Zealots

Question 29

When the translation of the Pepsi slogan, "Come alive with the Pepsi Generation" translated to mean "Pepsi will bring your ancestors back from the dead" in Taiwan, it was an example of a(n)________.

A) product adaptation
B) legal barrier
C) collectivistic appeal
D) individualistic appeal
E) linguistic barrier

Question 30

A ________ strategy involves standardization of both the product and the communications program.

A) local
B) national
C) restricted
D) global
E) mixed

Question 31

There are four possible global marketing strategies, one of which is a global strategy, which involves offering ________.

A) a standardized product and a customized message
B) a standardized product and a standardized message
C) a customized pricing strategy and a standardized message
D) a customized product and a standardized message
E) a customized product and a customized message

Question 32

________ refers to the fact that consumers view global brands as a cultural ideal and their purchase and use makes the consumer feel like a citizen of the world and gives them an identity.

A) Quality signal
B) Country of origin
C) Global myth
D) Global branding
E) Social responsibility

Question 33

There are four possible global marketing strategies, one of which is a mixed strategy, which involves offering ________.

A) a standardized product and a customized message
B) a customized pricing scheme and a standardized message
C) a standardized product and a standardized message
D) a customized product and a customized message
E) a uniform product and a standardized pricing scheme

Question 34

To overcome a narrow and culturally myopic view, marketers must go through a(n)________ process.

A) acculturation
B) enculturation
C) proculturation
D) adculturation
E) novoculturation

Question 35

A ________ advertising strategy involves customizing both the product and communications program.

A) local
B) national
C) restricted
D) global
E) mixed

Question 36

A ________ strategy involves customizing either the product or the communications program.

A) local
B) restricted
C) national
D) global
E) mixed

Question 37

The study that identified intra-country segments with respect to how a country's citizens view global brands characterized ________ as the individuals who use a company's global success as an indication of product quality and innovativeness, and are concerned that a firm acts in a socially responsible manner.

A) Global Citizens
B) Global Dreamers
C) Antiglobals
D) Global Agnostics
E) Global Zealots

Question 38

Acculturation is a dual learning process. What is the first step?

A) Marketers must teach the members of the society to break with their traditions.
B) Marketers must learn everything that is relevant to the product and product category in the society they plan to market.
C) Marketers must devise promotional strategies that will change attitudes.
D) Marketers must develop a strategy that encourages members of society to modify their traditions.
E) Marketers much teach the members of the society to adopt a new product.

Question 39

Because McDonald's uses a blend of standardized and local elements in order to secure the benefits of their different marketing strategies, it is characterized as a(n)________.

A) smart company
B) global company
C) multinational company
D) hybrid company
E) international company

Question 40

The personal cultural orientation that questions whether a person's social status reflects his or her place in the society and whether it is important for everyone to know their rightful place in society is ________.

A) Risk Aversion
B) Interdependence
C) Power
D) Social Inequality
E) Masculinity

Question 41

By 2020, the middle class will grow to constitute over ________ of the world's population.

A) 50%
B) 60%
C) 70%
D) 75%
E) 80%

Question 42

Why are firms selling their products all over the world?

A) Overseas markets represent an important opportunity for growth when home markets reach maturity.
B) Trade agreements require all companies operating within the agreement nations to have a global plan.
C) Companies fear competition from "me too" products elsewhere.
D) Companies want to gain new production and marketing ideas.
E) Companies seek to take advantage of lower labor costs.

Question 43

Using different colors to package products that are being sold in foreign countries is a way to overcome failure due to ________ problems.

A) product
B) pricing
C) distribution
D) promotional
E) consumption

Question 44

Western culture consumers are believed to differ from Eastern culture consumers in their responses to brand extensions because Eastern culture has a(n)________ way of thinking and Western culture has a(n)________ way of thinking.

A) uniform; individualized
B) individualized; uniform
C) holistic; analytic
D) analytic; holistic
E) positive; negative

Question 45

Which of the following global consumer market segments considers material things to be extremely important?

A) strivers
B) devouts
C) fun seekers
D) creatives
E) intimates

Question 46

Which of the following global consumer market segments is most focused on social relationships and family?

A) strivers
B) devouts
C) fun seekers
D) creatives
E) intimates

Question 47

Which global brand is universally recognized more than any other in the world because it makes people experience fun, freedom, and refreshment?

A) Coca Cola
B) McDonald's
C) Disney
D) Google
E) Nike

Question 48

There are four possible global marketing strategies, one of which is a local strategy, which is offering ________.

A) a standardized product and a customized message
B) a standardized product and a standardized message
C) a customized product and a standardized message
D) a customized product and a customized message
E) a standardized pricing strategy and a customized product

Question 49

Which global brand stands out because of its exceptional brand management, significant global presence, and delivering consistent quality and affordability?

A) Coca Cola
B) McDonald's
C) Disney
D) Google
E) Nike

Question 50

Which of the following global consumer market segments is known for seeking knowledge and insight, and having a keen interest in books and new media?

A) strivers
B) devouts
C) fun seekers
D) creatives
E) intimates

Question 51

Which country has the highest gross income?

A) Greece
B) United States
C) India
D) Norway
E) China

Question 52

The reason that many products fail when marketed in a foreign country is ________.

A) many companies do not insure their products against theft
B) many companies assume that if a product is a success domestically, it will be accepted anywhere
C) marketers do not go through enough enculturation education
D) marketers' use of localized marketing strategies negatively influence consumer preferences
E) country of origin effects

Question 53

When Snapple failed to reduce the level of sweetness before offering it to the Japanese market, sales came in significantly below anticipated levels. This is an example of failure due to which of the following three P's?

A) Placement
B) Pricing
C) Promotion
D) Product
E) People

Question 54

According to the BBDO "GenWorld Global Teen Study," the "coolest" teens are ________.

A) Wired Elitists
B) Activists
C) Traditionalists
D) Agnostics
E) Creatives

Question 55

Which of the following is true of the middle class in emerging markets?

A) Companies can expect middle class consumers worldwide to earn roughly the same income.
B) Middle-class consumers in less-developed nations often cannot afford to pay as much for a product as consumers in the more advanced economies do.
C) The majority of the global middle class lives in developed nations.
D) Only one-third of people living in developing countries are literate.
E) The emerging middle class constitutes the highest percentage of the total country population in Mexico.

Question 56

Many marketers, finding their home markets to be nearing the saturation point in terms of sales opportunities, are looking to the growing ________ in developing countries to expand their sales.

A) lower class
B) working class
C) middle class
D) wealthy class
E) upper class

Question 57

In the Japan-VALS framework, primary motivations include ________.

A) tradition, achievement, self-expression
B) ideals, achievement, self-expression
C) ideals, self-confidence, intelligence
D) tradition, self-confidence, leadership skills
E) energy, self-confidence, self-expression

Question 58

According to recent projections, the middle class will increase in size by 1.8 billion people, of which about one third will be in ________.

A) China
B) India
C) Western Europe
D) the United States
E) Russia

Question 59

Which global brand increases the power of its brand through innovation and used ambush marketing at the Olympics in London?

A) Coca Cola
B) McDonald's
C) Disney
D) Google
E) Nike

Question 60

Which of the following global consumer market segments is young in age and outlook?

A) strivers
B) devouts
C) fun seekers
D) creatives
E) intimates

Question 61

Cross-cultural analysis determines the extent to which the consumers of two or more nations are similar or different.

Question 62

Marketers should observe differences in language and meaning, differences in market segmentation opportunities, and differences in consumption patterns, among others, when they conduct cross-cultural analysis.

Question 63

CRAFT MINI CASE: Global Craft is an importer of crafts from Indian and African craftsmen to the United States. The company broadcasts a standardized advertising campaign nationwide emphasizing the fair price that it pays for the crafts that it imports, supporting rather than exploiting these craftsmen. Its advertising also serves to introduce American consumers to international craft products to which they may not have been already introduced.
In the CRAFT MINI CASE, Global Craft's advertising strategy would be best described as ________.

A) heterogeneous
B) localized
C) individualized
D) value-driven
E) standardized

Question 64

Relative to Chinese consumers, American consumers are more submissive to authority and place less emphasis on self-reliance.

Question 65

CRAFT MINI CASE: Global Craft is an importer of crafts from Indian and African craftsmen to the United States. The company broadcasts a standardized advertising campaign nationwide emphasizing the fair price that it pays for the crafts that it imports, supporting rather than exploiting these craftsmen. Its advertising also serves to introduce American consumers to international craft products to which they may not have been already introduced.
In the CRAFT MINI CASE, Global Craft capitalizes on its reputation for ________ to promote the products it imports.

A) social responsibility
B) global myth
C) quality signaling
D) prestige
E) value

Question 66

U.S. consumers are more likely to seek new and different products than French and German consumers.

Question 67

The smaller the similarity between nations, the more feasible it is to use relatively similar marketing strategies in each nation.

Question 68

Some marketers have been able to create a multicultural mosaic for their brand that can appeal across national boundaries.

Question 69

Which of the following global consumer market segments is responsible, respectful, and conservative?

A) strivers
B) devouts
C) fun seekers
D) creatives
E) intimates

Question 70

COLA MINI CASE: Fizzy Cola is a manufacturer of sodas that has come to be regarded as a symbol of American values and society and has traditionally supplied beverages to the United States Armed Forces. Given that Islamic law prohibits the consumption of alcohol, Fizzy Cola sees a huge market potential for its refreshing, non-alcoholic beverages in the Middle East. Due to current geopolitical conditions, however, marketing Fizzy Cola as a symbol of America is unlikely to be a successful marketing approach with Muslim consumers in the Middle East. As a result, Fizzy Cola plans to tailor its marketing message to the specific needs and values of the potential markets in the Middle East. Market research, however, has been hindered by laws in the area, especially in Saudi Arabia, where gatherings of more than four people are illegal, making focus group research a near impossibility.
In the COLA MINI CASE, Islamic law prohibits the consumption of alcohol, leading to a relative increase in the consumption of soft drinks by Muslims in the Middle East. This is an example of ________.

A) differences in consumption patterns
B) differences in economic and social conditions
C) differences in market segmentation opportunities
D) differences in language and meaning
E) differences in marketing research possibilities

Question 71

COLA MINI CASE: Fizzy Cola is a manufacturer of sodas that has come to be regarded as a symbol of American values and society and has traditionally supplied beverages to the United States Armed Forces. Given that Islamic law prohibits the consumption of alcohol, Fizzy Cola sees a huge market potential for its refreshing, non-alcoholic beverages in the Middle East. Due to current geopolitical conditions, however, marketing Fizzy Cola as a symbol of America is unlikely to be a successful marketing approach with Muslim consumers in the Middle East. As a result, Fizzy Cola plans to tailor its marketing message to the specific needs and values of the potential markets in the Middle East. Market research, however, has been hindered by laws in the area, especially in Saudi Arabia, where gatherings of more than four people are illegal, making focus group research a near impossibility.
In the COLA MINI CASE, marketers of Fizzy Cola must undergo a process of ________ in order to recognize the relevant factors pertaining to the usage of its products in the Middle East.

A) enculturation
B) acculturation
C) proculturation
D) novoculturation
E) adculturation

Question 72

Which of the following global consumer market segments is unselfish in their concern for others, society, and the future?

A) strivers
B) devouts
C) altruists
D) creatives
E) intimates

Question 73

CLOTHING MINI CASE: Outer Limits Outfitters is a Swiss company that makes clothes for skiing and snowboarding. The company produces standardized lines of clothing for sale at its retail outlets worldwide. In Switzerland,. Outer Limits' advertising portrays the company as a distinctly Swiss brand. In other countries, however, it creates localized advertising, using local actors and local scenery. Outer Limits also makes substantial donations to regional natural preservation charities in its various markets because it knows that natural conservation is very important to its core consumers.
In the CLOTHING MINI CASE, the majority of Outer Limits' consumers fall into the ________ consumer segment.

A) Global Citizens
B) Global Dreamers
C) Global Indifferents
D) Antiglobals
E) Global Agnostics

Question 74

COLA MINI CASE: Fizzy Cola is a manufacturer of sodas that has come to be regarded as a symbol of American values and society and has traditionally supplied beverages to the United States Armed Forces. Given that Islamic law prohibits the consumption of alcohol, Fizzy Cola sees a huge market potential for its refreshing, non-alcoholic beverages in the Middle East. Due to current geopolitical conditions, however, marketing Fizzy Cola as a symbol of America is unlikely to be a successful marketing approach with Muslim consumers in the Middle East. As a result, Fizzy Cola plans to tailor its marketing message to the specific needs and values of the potential markets in the Middle East. Market research, however, has been hindered by laws in the area, especially in Saudi Arabia, where gatherings of more than four people are illegal, making focus group research a near impossibility.
In the COLA MINI CASE, Fizzy Cola's marketing research difficulties arise from which of the following basic research issues in cross-cultural analysis?

A) differences in consumption patterns
B) differences in economic and social conditions
C) differences in market segmentation opportunities
D) differences in language and meaning
E) differences in marketing research possibilities

Question 75

China and Mexico are collectivistic cultures.

Question 76

COLA MINI CASE: Fizzy Cola is a manufacturer of sodas that has come to be regarded as a symbol of American values and society and has traditionally supplied beverages to the United States Armed Forces. Given that Islamic law prohibits the consumption of alcohol, Fizzy Cola sees a huge market potential for its refreshing, non-alcoholic beverages in the Middle East. Due to current geopolitical conditions, however, marketing Fizzy Cola as a symbol of America is unlikely to be a successful marketing approach with Muslim consumers in the Middle East. As a result, Fizzy Cola plans to tailor its marketing message to the specific needs and values of the potential markets in the Middle East. Market research, however, has been hindered by laws in the area, especially in Saudi Arabia, where gatherings of more than four people are illegal, making focus group research a near impossibility.
In the COLA MINI CASE, Fizzy Cola plans to use a(n)________ marketing strategy to reach customers in the Middle East.

A) individualized
B) global
C) international
D) homogeneous
E) uniform

Question 77

CLOTHING MINI CASE: Outer Limits Outfitters is a Swiss company that makes clothes for skiing and snowboarding. The company produces standardized lines of clothing for sale at its retail outlets worldwide. In Switzerland,. Outer Limits' advertising portrays the company as a distinctly Swiss brand. In other countries, however, it creates localized advertising, using local actors and local scenery. Outer Limits also makes substantial donations to regional natural preservation charities in its various markets because it knows that natural conservation is very important to its core consumers.
In the CLOTHING MINI CASE, Outer Limits' marketing strategy would be best described as ________.

A) global
B) hybrid
C) homogenous
D) local
E) individualistic

Question 78

CRAFT MINI CASE: Global Craft is an importer of crafts from Indian and African craftsmen to the United States. The company broadcasts a standardized advertising campaign nationwide emphasizing the fair price that it pays for the crafts that it imports, supporting rather than exploiting these craftsmen. Its advertising also serves to introduce American consumers to international craft products to which they may not have been already introduced.
In the CRAFT MINI CASE, the majority of Global Craft's consumers fall into the ________ consumer segment.

A) Global Citizens
B) Global Dreamers
C) Global Indifferents
D) Antiglobals
E) Global Agnostics

Question 79

CLOTHING MINI CASE: Outer Limits Outfitters is a Swiss company that makes clothes for skiing and snowboarding. The company produces standardized lines of clothing for sale at its retail outlets worldwide. In Switzerland,. Outer Limits' advertising portrays the company as a distinctly Swiss brand. In other countries, however, it creates localized advertising, using local actors and local scenery. Outer Limits also makes substantial donations to regional natural preservation charities in its various markets because it knows that natural conservation is very important to its core consumers.
In the CLOTHING MINI CASE, the success of Outer Limits clothing abroad is most clearly attributable to ________.

A) quality signal
B) social responsibility
C) international prestige
D) global myth
E) cross-cultural analysis

Question 80

CLOTHING MINI CASE: Outer Limits Outfitters is a Swiss company that makes clothes for skiing and snowboarding. The company produces standardized lines of clothing for sale at its retail outlets worldwide. In Switzerland,. Outer Limits' advertising portrays the company as a distinctly Swiss brand. In other countries, however, it creates localized advertising, using local actors and local scenery. Outer Limits also makes substantial donations to regional natural preservation charities in its various markets because it knows that natural conservation is very important to its core consumers.
In the CLOTHING MINI CASE, Outer Limits Outfitters would be considered a(n)________.

A) global brand
B) acculturated brand
C) subsidiary brand
D) national brand
E) local brand